Silrita Knowles, Founder & CEO
Say What!? (Yeah girl, I quit my job.)
Beauty Unmasked Hair Care began with a sketch on a sticky note and a dream to make difference.
A few years ago, I took the greatest risk of my life. I gave it all up. I left my corporate America job as a Financial Analyst to pursue my dream of creating a natural hair care brand that empowers women and encourages them to embrace, celebrate and love the natural that God gave them. I enjoyed being an analyst, but my heart yearned for something more. I wanted to impact the world in a positive and meaningful way. I wanted to touch the hearts of women of color everywhere and I couldn’t leave this earth with this dream still burning deep down inside.
“BOOTSTRAPPING” Ain’t Easy
But to be honest, it wasn’t easy. I had to bootstrap EVERYTHING. I couldn’t afford a cosmetic chemist, so I became one. I studied cosmetic chemistry until my eyes burned and I made my FIRST formula FIFTY-SIX times before I got it right. I couldn’t afford professional photography, so I bought a light box and I became a photographer. I downloaded graphic design software and learned how to design and edit and studied legal contracts because hiring a lawyer just wasn’t possible.
Day after day I wore a thousand hats and became whatever I needed to be (Marketer, Accountant, Lawyer) to make this dream work with limited resources and a one-man team. I gave up everything that felt safe, secure and comfortable and took a chance on me… On a Dream… With only my life’s savings… and a Prayer… I leaped and never looked back.
So Why Beauty Unmasked? (And not some other brand?)
The short answer? We make being natural SO-MUCH-EASIER.
Curl life doesn’t HAVE to be complicated, but for most naturals it is. Why? Because most hair brands take the MORE IS MORE approach. More hair gel. More curl creams. More edge control. Their business model is driven by multi-step haircare systems that are expensive, time consuming and incredibly stressful.
After talking to so many of you about your natural hair challenges, I found that most naturals felt overwhelmed, stressed and desperate to find CLEAN products and SIMPLE routines that actually work for drier, kinkier coils. So, I decided to turn the hair care industry on its head…
The Secret to our Sauce? We follow the SCIENCE.
Our Science-based approach uses plant-based ingredients to optimize the pH of our formulas. This, along with low humectant ingredients, helps to “Seal” the cuticle of porous African American coils. A SEALED cuticle enhances curl definition, makes coils more manageable and locks in moisture TWICE as long.
Focusing on smoothing the cuticle during the conditioning stage completely eliminates the RE-STYLING process, cuts down on styling time AND the number of products needed. This means fewer products (money saved), shorter routines (time saved), long lasting curl definition and moisture retention (stress relief) for our customers.
I Have a Dream...
…That one day every woman and little girl will not be judged by the curliness of her curls, but will proudly look back at her reflection and say…
“I am fearfully and wonderfully made, that is all the PRETTY that I need.”
If this speaks to you, take a listen…
